One Spark creator Tony Allegretti's brand, Placemaking Lager, brings new beer option to the public

One way to bring together a city as diverse as Jacksonville is with a nice, cold beer. One Spark creator Tony Allegretti has been brewing up a new brand of craft beer that he hopes will be enjoyed by everyone old enough in the Jacksonville community.

Allegretti’s brand, Placemaking Lager, is currently being brewed at Intuition Ale Works, a brewery in Riverside. Placemaking Lager is an independent lager and is not part of Intuition Ale Works’ production, Allegretti said.

Allegretti’s motivation for participating in One Spark is to gain $20,000 from voters to begin producing his beer on a larger level. He will also use the proceeds to market the brand to restaurants and breweries, Allegretti said.

Placemaking Lager will also support non-profit organizations, Allegretti said. For each case brewed of the craft beer, a certain number of bottles will be set aside to donate to charity and non-profit events as a catering service, Allegretti said.

One Spark would offer all the exposure needed to let the community know about Placemaking Lager, Allegretti said. Samples of the craft beer will be offered to visitors who are 21 years old or older.

The idea of a community united together has been a longtime goal of Allegretti’s. He is the new executive director of the Cultural Council of Greater Jacksonville, having just accepted that position after serving as JAX Chamber’s director of downtown engagement. He was also one of the founders of the Riverside Arts Market and also works with the First Wednesday Downtown Art Walk.

Placemaking Lager is designed to be a lighter beer that’s not hop heavy and has a crisp, fresh flavor. The beer would be an affordable beverage that people could enjoy while on a picnic during a hot afternoon, Allegretti said.

“Beer brings people together historically,” Allegretti said.

Every purchase of a case of Placemaking Lager will donate a portion of the profits to a non-profit organization. It’s a beer with a cause, Allegretti said.

The plan is still in the production stages, and no charities or non-profit groups have been reached out to yet, Allegretti said.

Allegretti was also a creator in last year’s One Spark event. He created a shaving cream with a color that matched the user’s natural hair. The point was to show what someone would look like with a full beard while they shave, Allegretti said.

If Placemaking Lager gains enough funding through One Spark for mass production, it will most likely be distributed in cans, Allegretti said.

The exciting thing about One Spark is that you get your idea out there, Allegretti explained, and see how the community responds.

This story was reported by Ignite Media, an independent news bureau created by University of North Florida students.